Abstract

PHARMACY STUDENTS PERCEPTION AND ATTITUDES TOWARDS PHARMACEUTICAL PROMOTION

Sujith S. Nair*, Akshaya M., Anusha Anil and Athulya C.

ABSTRACT

The pharmaceutical sector is recognized as one of the most influential and powerful industries worldwide. However, it has been observed that pharmaceutical companies often allocate more resources and administrative expenses to marketing rather than research and development of drugs. This issue has emerged as a critical concern for public health. Therefore, the aim of this study is to investigate the perceptions and attitudes towards pharmaceutical promotion, as well as understand how future pharmacists view the marketing and advertising activities of pharmaceutical companies and the potential impact on their professional practice. To accomplish this, a questionnaire-based cross-sectional survey was conducted among all pharmacy students. The survey findings revealed that only 31% of the students had encountered pharmaceutical promotion during their academic training. However, 54.5% of the students perceived pharmaceutical promotion as beneficial, indicating their belief that it serves as a valuable source of information and contributes to enhancing patient care. A significant majority (78.4%) of the students acknowledged that pharmaceutical promotion influences prescribing practices. Conversely, approximately 17% of the students considered such promotional activities to be unethical. Additionally, the majority of students perceive pharmaceutical promotions as ethical. These findings emphasize the necessity for more comprehensive and standardized education within the pharmacy curriculum, specifically regarding the ethical implications of pharmaceutical product marketing. Such education will enable healthcare professionals to make informed decisions based on objective and evidence-based information, ultimately ensuring the highest quality of patient care.

Keywords: Pharmaceutical promotion, Attitudes, Students’ perception, Pharmacy education.